Tilburg University TiSEM

Master in Marketing Management

Master in Marketing Research

Master Marketing Management

Master Marketing Research

Department of Marketing

Tilburg University

TiSEM

Anick Bosmans

(Academic Director Marketing Masters @ Tilburg University)

Niek Janssen

(MSc student Marketing Management)

(Junior Product Marketing Manager @ Philips)

Agenda

• Masters in Marketing (MM and MR):

- teaching philosophy

- entry requirements

- structure

- courses

- master thesis

- job market

- …

• Niek Janssen, student & Junior Product Marketing

Manager @ Philips

• Opportunity to ask questions

Two MSc programs in Marketing

→ Master Marketing Research

(English program)

→ Master Marketing Management

(Dutch and English program)

Why our Masters?

• Specialized masters fitting with starters functions

• Masters are based on academic insight +

company requirements

– Strong link between knowledge, skills, and

attitudes

• Master thesis is linked to internship

Teaching philosophy

• Research Based Learning / Academic Education:

• Use state-of-the-art insights from academic research and learn how to

apply these research insights in the marketing field

• Derive insights from doing research, and translate this into

recommendations

• Strong link between theory and practice

• Interdisciplinary (applying insights from psychology, organizational

behavior, econometrics,…to the marketing practice)

Teaching philosophy (cont.)

• Overall Teaching Format:

• Learning the Theory: (Web)Lectures

• Professors, who are experts in their field, provide a theoretical framework

(theory)

• Applying the Theory: Tutorials and (Team) Assignments

• Apply theory to practice

• Profound analysis of real-life problems in a diversity of marketing

industries

• Various formats (cases, term papers, guest lectures, discussions,

presentations, …)

Teaching philosophy (cont.)

• Quality Control:

• Role of students is highly valued:

• At the course level: Course evaluations by students

• At the program level:

– Sounding Boards

– Educational Committee (including student representatives)

• At the School level:

– Faculty Counsel (including student representatives)

• Study advisor / program coordinator: Advice on study related issues and problems, to monitor and improve the quality of your study

• Career Services officer: Career advice, career workshops, internships, TiSEM Career Mentor Program

• Alumni officer: network of alumni help to guide students (guest lectures, mentorship,…)

MSc Marketing Management / MSc Marketing

Research

MSc Marketing Management (MM):

• Focus on MM: the planning and execution of product, price, promotion, and distribution decisions of goods and services

• Coure courses on marketing instruments and marketing strategy

• Supplementary courses on market research

MSc Marketing Research (MR):

• Focus on MR: the collection and analysis of data and the dissimination of the results to support marketing decision making

• Coure courses on marketing research techniques (data collection and analysis)

– Strategic track: supplementary courses on marketing management

– Quantitatice track: supplementary courses on econometrics

Entry Requirements

• MSc MM:

• Bachelor in Business Administration

• Bachelor in Information Management + Marketing II course

• Pre-Master Marketing Management @ Tilburg University (semester

1)

• MSc MR:

• Bachelor in Business Administration

• Bachelor in Information Management + Marketing II course

• Bachelor in Econometrics & OR + Marketing I + Marketing II

• Pre-Master Marketing Research @ Tilburg University (semester 1)

Admission and Application

• More information about entry requirements?

• Visit our Program Coordinator Mira Gorris @ today’s information market

• OR send your question via www.tilburguniversity.edu/students/asktisem

• To apply and / or register, please go to:

• www.tilburguniversity.edu/education/masters-programmes/admissionprocedure/feb/

• Application deadlines:

– Dutch Students:

» Fall intake:

• August 1st » Spring intake:

• January 15th – International Students:

» Fall intake:

• Non-EEA applicants requiring a visa: April 1st • EEA applicants: July 1st (Fall intake)

» Spring intake:

• Non-EEA applicants requiring a visa: October 1st • EEA applicants: October 1st

Program MM (D is Dutch, E is English) (2014-2015)

Block 1 Block 2 Block 3 Block 4

Introduction to Research in Marketing (E)

Elective: Advanced Marketing Research (E)

Introduction to Research in Marketing (E)*

Elective: Social Media Research (E)

Brand Management (D/E)

Elective: Survey Methodology (E)

Strategic Marketing Management (D/E)

Elective: Experimental Research (E)

Marketing Channel Management (D/E)

Elective: Market Assessment (E)

Marketing Communication (D/E)

Elective: Marketing Information Management (E)

Elective: International Marketing (E)

Master Thesis (D/E) Master Thesis (D/E)

Introduction to Research in Marketing + 4 Managerial Courses + 2 electives + MT

Program:

• 2 entry moments: block 1 (September) or block 3 (February)

• Marketing Research (block 1 OR block 3) (6 ECTS)

• 4 managerial courses (24 ECTS)

• Electives (12 ECTS): 2 research courses OR 1 research course

+ International Marketing

• Master Thesis (18 ECTS)

• Entry requirement: Marketing Research + 2 managerial

courses + 1 research course

• Duration: max. 5 months

Program MR - Strategic Track (2014-2015)

Block 1 Block 2 Block 3 Block 4

Marketing Research

C. Advanced Marketing Research

Marketing Research*

C. Social Media Research

B. Brand Management

C. Survey Methodology

B. Strategic Marketing Management

C. Experimental Research

B. Marketing Channel Management

C. Market Assessment

B. Marketing Communication

C. Marketing Information Management

D. International Marketing; Micro-econometrics; Panel Data analysis; Simulation; Marketing Models

Master Thesis Master Thesis

Introduction to Research in Marketing + (5 cluster C courses) OR (4 cluster C courses + 1 cluster D course) + 1 Managerial course (cluster B) + MT

• Program:

• 2 entry moments: block 1 (September) or block 3 (February)

• Marketing Research (block 1 OR block 3) (6 ECTS)

• 5 research courses (cluster C) OR 4 research courses (cluster

C) + 1 elective (cluster D)

• Elective: 1 managerial course (cluster A)

• Master Thesis (18 ECTS)

• Entry requirement: Marketing Research + 2 cluster B courses

(research) + 1 cluster A course (managerial)

- Duration: max. 5 months

Program MR - Quantitative Track (2014-2015)

Block 1 Block 2 Block 3 Block 4

Marketing Research

Market Assessment

Marketing Research*

Panel Data Analysis

Electives (Cluster A courses): -Advanced Marketing Research -Survey Methodology -Micro-econometrics - Simulation - Marketing Models - Structural Equations Modeling - Empirical Industrial Organization

Electives (Cluster A courses): -Marketing Information Management -Quantitative Models in Marketing

Master Thesis Master Thesis

Introduction to Research in Marketing + Market Assessment + Panel Data Analysis + 4 (24 ECTS) electives + MT

• Program:

• 2 entry moments: block 1 (September) or block 3 (February)

• Marketing Research (block 1 OR block 3) (6 ECTS)

• Market Assessment (6 ECTS)

• Panel Data Analysis (6 ECTS)

• 24 ECTS electives from cluster A

• Master Thesis (18 ECTS)

• Entry requirement: Marketing Research + 18 ECTS

• Duration: max. 5 months

Exams

• Regular exams: after each block

• Re-sit: after each second block

After graduation

MSc MM:

• Product/brand manager / Account manager / Communication

manager

• In:

• Large or small companies, national and international

• Various areas (consumption goods, industrial products, services,

consulting, …)

• Profit and non-profit

MSc MR:

• Marketing research agencies (e.g. GfK, AC Nielsen)

• Consulting firms (e.g., McKinsey)

• Research departments of large companies (e.g., Unilever, P&G,

AH Interpolis)

Some examples of students that have graduated

in the last 5 years …

• Catharina de Vlieg: associate account strategist @ Google (Dublin)

• Ingrid van Veldhuizen: brand development manager @ Unilever

• Jasper Kessels: category manager @ Koninklijke Peijnenburg

• Kimberly van ‘t Sant: category manager Koken en Wonen @ Albert Heijn

• Lisanne Beemer: brand manager @ Dr. Oetker

• Rhandy Biemans: export manager @ Palm Breweries

• Joost Hulshof: distribution marketer @ Vodafone

• Joost Bakens: category executive @ Mars International

• Patricia Kruiniger: senior research consultant @ Insight Consulting

• Frank Meinster: brand manager @ Pernod Ricard

• Marichelle Ruitenbeek: account executive @ Microsoft Advertising

• Roald Schaart: account director @ KPN Telecom

• Mark Thoma: area marketeer @ Conexxion

• Marlijne Willemsen: account manager international @ L’Oreal Paris

• …

Some alumni examples of the last year (students

graduated in the summer of 2013) …

• Noortje Bakker: Marketeer @ Epheon

• Roy Bechtold: Junior Product Manager @ Tri-tennis

• Loes Bink: Junior Shopper & Brand Activation Manager @ Beiersdorf (Nivea)

• Esther de Bruijn: Junior Campagne Manager @ Yourzine

• Janna van Dorst: Online Marketer @ Concorp

• Jasper van Drenth: Product Manager @ L’Oreal

• Nick Driessen: Commercial Management Trainee @ Heineken

• Selen Erzenci: Executive Sales Manager @ Pimpa Plastic Turkey

• Dias Gnanapragasam: research consultant @ YER Recruitment Solutions

• Lotte Haens: Management Trainee Marketing @ Philips

• Rogier van Herrikhuijzen: Product Manager @ Coolblue

• Astrid Jansen: Marketeer @ BrandM

• Vincent Klomp: Trade Marketeer @ Coolblue

• Xandra Konning: SEA (search engine advertiser) @ onetomarket

• Teun te Loo: Account Manager B2B @ E.ON Benelux

• Frank Muijsers: Marketing Communications Specialist @ Rockwool

• …

When is a MSc in MM a good choice?

• You are interested in a commercial career

• You like to organise and prefer to take the lead in this

When is a MSc in MR a good choice?

• When you are interested in providing support to decision makers

• When you are interested in econometrics and statistics, but would like to learn how to apply these techniques to solve real-life marketing problems

MM or MR?

About the courses …

Marketing Research (fall / spring)

• Course that prepares you for the more

advanced marketing research courses (and

for your Master Thesis)

• Topics: multivariate statistics applied to

marketing

• E.g., factor analysis, ANOVA, cluster,

MDS …

Brand Management

• What?

• How do I create a strong brand?

• When are brand extensions succesful?

• What is meant by brand equity, and how is it measured?

• Course Structure:

• Lectures

• Tutorials

• Team: Presentations + group discussions

• Individual: discussion of academic papers

• Course material: lecture sheets + reader with academic papers

• Grading: (team & individual) assignments + open book exam

Marketing Channel Management

• What?

• How to set up a distribution channel? (e.g., vertical integration / partnerships / …)

• How to manage a distribution channel? ( e.g., the role of power and trust / the use of reward systems and punishments / …)

• Assortment organization

• Course structure:

• Lectures + weblectures + guest lectures from the field (e.g. Nestlé, GfK)

• Take home assignments to prepare for the lectures

• Course material: lecture sheets + reader with academic papers

• Grading: closed book exam

Marketing Communication

• What?

• Focus on the communication process (how are consumers persuaded?)

• Development and evaluation of communication campaigns (e.g., what are good communication objectives, how to develop ads? How to test the effectiveness of ads?)

• Course structure:

• Lectures + guest lectures (e.g. Unilever, L’Oreal,…)

• Self-study: MC handbook

• Tutorials: team presentations (communication plan that applies theory from lectures and insights from handbook) + class discussion

• Course material: handbook + lecture sheets + selection of academic papers

• Grading: team assignments + individual exam (book + lecture sheets + papers)

Strategic Marketing Management

• What?

• Strategic decision making / networks

• Marketing in times of turbulence / uncertainty

• New product development / Innovations

• Course structure:

• Lectures

• Assignment:

• Marketing Simulation Game (in team)

• Weblectures provide additional information + tips and tricks

• Course material: simulation game + lecture sheets + academic papers

• Grading: exam + team assignments

Social Media Research • What?

• Statistical analyses on large datasets from online social networks (e.g., Facebook), social publishing services (e.g., Twitter), social entertainment providers (e.g., Spotify) and social commerce websites (e.g., Amazon.com).

• topics: online text and sentiment analysis, recommendation algorithms ("Customers who like X, also like Y"), social network analysis

• Course structure:

• Lectures + weblectures (instruction) + guestlectures (e.g. Musicmetric)

• Tutorials and in-class presentations

• Team and individual assignments: Social Media Challenge (Musicmetric): how to analyze social media data

• Course materials: lecture sheets + selected papers

• Grading: team + individual assignments

Marketing Information Management

• What?

• Estimation of the long-term value of customers, customer retention

• Identifying (the most) profitable customers

• Goal: How to make proper investments in the right customers

• Course structure:

• Lectures + guest lectures (e.g., KPN, BlueMango, Bol.com)

• Lab classes

• Assignments: use data sets of companies (e.g. bol.com) to calculate / predict profitability of different consumer segments

• Course material: lecture sheets + selection of academic papers

• Grading: exam + (team) assignment

Market Assessment • What?

• Focuses on the most frequently used and practical market assessment approaches to allow the marketing manager to make decisions regarding the 4 marketing p’s (products, pricing, placing, and promotion): Preference measurement, demand measurement, product and price decisions, costumer life time value

• Provides an essential set of tools in today's data rich, yet turbulent environment

• Course structure:

• Lectures: instruction, in-class discussion, demonstration

• Team assignments based on “real-life” data sets (collected by students)

• Course materials: lecture sheets + selection of readings

• Grading: team assignments + open book exam

Master thesis: ‘default’ timing

- 5 months (start whenever you meet pre-requisites)

- Can be:

- In collaboration with a company (note: not just an internship)

- In collaboration with a researcher of the Marketing departement

- Thesis coordinator checks academic significance of your proposal, and links you to a department supervisor

- Always involves data collection and analyzis (not just literature review)

Some examples from the past…

• Willem-Jan Brans @ Douwe Egberts

“Iedere Organisatie zijn Eigen Koffie: Een onderzoek naar de beslissingsfactoren van Small Business organisaties”

• Noel Heinink @ Philips

“A World Called Electric Shaving: Deeper Insights on Abstract Purchase Decision Criteria in Male Electric Shaving”

• Yvonne Kokke @ C1000

“Winkeluitbreiding en Klanttevredenheid”

• Anouk van de Kouwe @ Marketing Department (internal thesis)

“How expensive is this celebrity? The effect of perceived advertising costs on brand attitudes”

• Jasper Kolwijck @ Adidas

“Review of the Running Shoe Market from a Marketing Perspective”

• Bianca van den Ouden @ Campina

“Vifit Users: Young @ Heart? Usage Behavior and Characteristics of Yoghurt Drink Users”

Let’s welcome Niek Janssen

Student MSc Marketing Management

Junior Product Manager @ Philips (as of March 2014)

Questions?